The Purple Coneflower is often grown simply for its ornamental value, especially for its showy flower. On the prairie they can be found growing in open rocky areas and in plains east of the Rocky Mountains from Texas to Montana. They are normally found in Oklahoma east of I-35. Native Echinacea are dwindling in the wild from loss of habitat and over harvesting to serve the herbal pharmaceutical industry. Herbivores such as deer are not a problem for purple coneflower, and songbirds love the seeds they produce.